Disney Channel US will premiere its new rock ‘n roll musical Camp Rock 2: The Final Jam across Labor Day weekend with a four-event telecast push.
The programming stunt, aimed at kids and tweens, starts September 3 and runs until September 6 on Disney Channel. An extended edition of the movie, featuring two new musical numbers, will be available on Disney Blu-ray Combo Pack and DVD on September 7. The soundtrack, featuring 15 songs spanning hip-hip, rock and pop/rock performed by the cast, is available on iTunes and in stores nationwide today in advance of the movie’s premiere.
During breaks in the premiere weekend telecasts, sponsorship messages that play on the movie’s underlying themes will be presented by Sara Lee Soft & Smooth bread, Best Western International, the new Honda Odyssey and Verizon.
The sequel follows Mitchie and her friends as they return to Camp Rock for another summer of music. But when big-money, state-of-the-art Camp Star opens across the lake, it lures away many instructors and campers – putting the future of Camp Rock in jeopardy. As a result, Mitchie challenges the Camp Star campers to an end-of-summer performance duel.
The 2008 premiere of Camp Rock was cable TV’s number one entertainment telecast of the year in total viewers (10.1 million) and TV’s number one entertainment telecast in tweens nine to 14. This sequel will feature actress and recording artist Demi Lovato and the Jonas Brothers as well as their younger brother Frankie Jonas, who will be making his TV movie debut.